Hasn't it always been like that in Europe? I know it was in the dialup days.
When I worked with an UK ISP tech support, last year we had caps on at 6pm until 1am Monday - Friday and then Saturday and Sunday was cap free. If you downloaded over a specific period of time, I (we) would cap you down from 8MB to 256K. We got around this by using wording like: "up to" and "depending on your geographic area" also "unlimited" was used generally.
If you didn't go over the 20gb monthly baseline you were ok. It was the P2P users we were targetting, not the patch upgrade users who can pull that 20gb quite easily.
You will see loads of comments like this on:
http://bbs.adslguide.org.uk/postlist.php?Cat=&Board=aol its not funny or intended to be abusive of rights, but UK users (based on data collected at the time) were using P2P site quite heavily.
I can see the same trends happening over in the States. I have a couple of friends that work for a major ISP and they see the same issues. Soon ISPs will charge data like the electricity companies or we will see utility companies merging like they do in the UK. If I had to start paying extra for service it would be for fibre optic and 100mb!.
Games like WOW which can tag a update or patch that can run over 600mb might have to distribute CDs instead (like in the old Compuserve or AOL days) or have a flash drive station where you go to a store and download your patch/driver etc.
One way it will reduce the piracy issue going on with P2P, and create some more controls for user subscribed content. Traffic shaping will be more accurate. I see the government taking an active role in creating legislation for internet access control.
Unfortunately us tech support guys will have to buy more asprin, when the

hits the fan, and all you download junkies start losing bandwidth, and start complaining.

I guess we can still blame it on your telephone/cable line, PC or your virus/spyware.
